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The Modern Foodie and Authenticity

Whether it’s speakeasy bars, CBD snacks, or the globalization of exotic foods, consumers today believe food today should be experimental and many are looking to food as a means to discovery. Brands reacting to their consumers’ desire to explore through food are tapping into this by creating secret dining experiences rather than focusing on luxury.

In this module, you will explore the Modern Foodie through the lens of Trend Hunter’s Authenticity Megatrend and look into the consumers’ desire for an adventure through food. This megatrend is all about a deeper search for something that is real.

Curated cannabis dining events and workshops are informative and interactive

Trend - Cannabis-themed dining events and classes are on the rise as the recreational and medicinal plant is legalized across North America. These events are indicative of the continued normalization of cannabis into consumers' everyday lives, while also catering to their preference for interactive forms of education.

Workshop Question - Conceptualize an interactive workshop that your brand could use to inform its customers on its product/service.

Trend - Protein bars are being enhanced with CBD in order to elevate the benefits of these traditional items. With the rise of CBD in performance-enhancement or post-workout recovery items, these products offer a portable, on-the-go form of consuming CBD in a way that speaks to the busy "wellness"-minded consumer.

Implications - As social media continues to fuel the consumer desire for authenticity, the foodie world turns toward cultural capital and insider knowledge as the true marker of the elite. This is in direct opposition to the idea of fine dining as the pinnacle of eating well. Essentially, Michelin star-studded gourmet restaurants are being replaced by dive bars that only those in the know are aware of. This is a result of the cash-strapped Millennial foodie, whose values are more aligned with culinary resourcefulness than expensive ingredients.

Workshop Question - How can you add an element of exclusivity to your products or services?

Trend - Specialists in the cannabis space are using or being hired for their expertise in the industry, and are creating curated offerings that are specific to the needs of the customers they're serving.

Trend - Whether made for skincare or ingestion, CBD-infused products are increasingly being designed in on-the-go formats that enable consumers to travel both short and long distances with the items. The ability to use or consume CBD in this way caters to consumers who prioritize both convenience and function in their purchase decisions.

Trend - Cannabis that's been infused into mint or candy drop formats is on the rise, as CBD consumption grows in North American regions that have legalized the substance. This shift caters to those looking for convenience in the process of consuming CBD, while easing apprehension in those who are new to the plant and looking to experiment.

Workshop Question - How could your brand prioritize convenience in its offerings?

Trend - Protein-based snacks and supplements are incorporating CBD in order to enhance the impact of the products they offer. Combining the anti-inflammatory properties of CBD with the metabolism-boosting effects of protein creates a new type of product for the fitness community.

Workshop Question - How could your brand collaborate with the emerging cannabis industry?

Implications - The incorporation of CBD into condiments, ranging from olive oil to salsa, is on the rise as cannabis brands seek to permeate all markets that can be amalgamated with their emerging industry. This shift furthers the "normalization" of cannabis for consumers previously reluctant to enjoy its benefits.

Workshop Question - How could your brand collaborate with the growing cannabis industry?

Trend – Brands in the cannabis space are increasingly targeting fitness-minded individuals with CBD products, both topical and oral, that accelerate post-workout recovery periods. These items further establish cannabis as a health-oriented substance.

Workshop Question - What inspiration could your brand draw from the continued growth of the cannabis industry?

Supplements based in cannabis and its associated compounds boost health

Trend - The cannabis industry is further establishing itself in the health and wellness space by offering cannabis products in supplement form. By marketing themselves as similar to the billion-dollar vitamin industry, these brands are able to cater to health-focused consumers.

Workshop Question - How could your company rebrand one of its products/services to cater to an untouched demographic?

Implications - The relaxing, anti-nausea and anti-inflammatory benefits of CBD are now being incorporated into food and beverage items that consumers are highly familiar with. By incorporating the ingredient into products like gum and candy rather than only in tincture form, such items are able to put consumers less familiar with cannabis consumption at ease.

Workshop Question - How could your brand reformat one of its products/services?